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Luxury Redefined-‘The Exclusivity Clause’ Mr Singh Dhananjay1, Dr. Balivada Pavan Kumar2 1Asst. Professor, Department of Marketing, IMT Hyderabad, Hyderabad 2Asst. Professor, Department of HR & OB, IMT Hyderabad, Hyderabad Abstract Indian market is one of the most important market for most of the multinationals all over the world. The country with its vast diversity has undergone a tremendous change in last decade or so. This research paper has focused on the perceptional change in the taste of Indian consumers and how luxury which was perceived differently a decade ago has redefined itself in the Indian market. This study concluded that the Indian consumers’ definition of luxury has changed. The consumption class has also undergone a tremendous change. This paper will help multinationals to redefine their products for Indian market and gives them a glimpse of taste of Indian consumers. This will also help them set a competitive price for the market which is still a driving force in Indian consumers to buy a product. Top Keywords Luxury, Exclusivity, Indian consumers, Indian Market. Top | |
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